KLM leveraged the Programmatic infrastructure in DOOH to run a campaign out of their HQ in Amsterdam in specific cities in Germany. Using specific times and context, KLM reached the right group of people in the right context with their promotions.
In their campaign week, KLM had offers per airport and was able to run ads specifically per city depending on the offers. Next to that, KLM used time and context targeting to reach audiences that were working during weekdays and shopping on weekends. They were present during rush hour in public transport and in the city center during lunch hours, and on the weekends they reached shopping audiences in malls and in the city center. They ran the campaign across multiple media owners such as Walldecaux and Stroer.
Using programmatic, KLM was able to get all of this done from the comfort of their HQ in Amsterdam.
Programmatic turned out to be a great way of buying for another reason, namely its flexibility. During the campaign, KLM was confronted with a sudden strike of the train personnel. Buying the campaign programmatically meant KLM could switch off the campaign during this period and switch it back on when the strike was over.
Questions about this campaign, the flexibility of programmatic, or the different targeting options within DOOH? Get in touch with Tim Markestein. He is happy to answer all your questions. Please reach him through mail or call us: +31 20 702 8206. Want to get started right away? Log into the Sage+Archer platform or get a demo!
